Due to the convenience and flexibility it provides, CTV has grown significantly in recent years.
Customers are showing a strong preference for streaming. Statistics show that 87% of US TV households have at least one Internet-connected TV device.
As a result, many streaming platforms, like Disney Plus and Netflix, introduced an ad-supported tier and more measurement options for advertisers. Consequently, in all ways, this emerging medium is continuing to boost revenue for advertisers.
Despite increased investment and interest, CTV is still a relatively immature channel with risk factors that may be bothersome to advertisers who are monitoring their budgets meticulously to find ways to reduce unnecessary expenditures.
According to a recent report from measurement and analytics firm DoubleVerify, bot fraud on connected television (CTV) increased 69% year over year in 2022.
Since 2020, the number of CTV plans identified by the company has tripled. This invasion follows an increase in advertiser expenditures on the channel, which has grown in popularity among consumers as a result of the pandemic-driven shift to streaming.
The findings of DoubleVerify come after an upfront season in which brands and media buyers are expected to focus even more on CTV due to new offerings from various streaming platforms.
For the research, the firm compared the results of a "protected" campaign to one without verification and discovered that the unprotected campaign had a roughly 18-fold higher fraud rate.
Needless to mention, DoubleVerify offers verification and brand safety solutions, and the research was used to promote its products.
Though DoubleVerify has an obvious reason for calling out CTV fraud, it is a significant issue that advertisers must pay attention to in order to make their CTV investments meaningful.